Howard Schultz

So there are six roasteries starting in Seattle, Chicago, New York, Tokyo, Shanghai, and Milan. The roastery itself is probably the most entrepreneurial creative project that I could recall in my history of Starbucks. What is the experience we could create that just absolutely blows people away? So what did I do? As a kid, I've loved this movie.

So there are six roasteries starting in Seattle, Chicago, New York, Tokyo, Shanghai, and Milan. The roastery itself is probably the most entrepreneurial creative project that I could recall in my history of Starbucks. What is the experience we could create that just absolutely blows people away? So what did I do? As a kid, I've loved this movie.

And so I invited the most creative people in the company to my house. And I said, we're going to watch a movie. Of course, they thought I was nuts. And I turned on Willy Wonka.

And so I invited the most creative people in the company to my house. And I said, we're going to watch a movie. Of course, they thought I was nuts. And I turned on Willy Wonka.

Turn on Willy Wonka with Gene Wilder. And we went to work starting to design a space. Now we realized early on. And this was what, 2013, 14, eight years ago. Now we realized economically, this is a tough business model. So what are we trying to do?

Turn on Willy Wonka with Gene Wilder. And we went to work starting to design a space. Now we realized early on. And this was what, 2013, 14, eight years ago. Now we realized economically, this is a tough business model. So what are we trying to do?

We're trying to create an experience that is a creative to the brand and significantly elevate Starbucks, which is fighting ubiquity all the time, every day. And so, We created this 30,000 square foot space in Seattle, which we opened seven years ago, which is the most dynamic, entertaining vehicle of theater, romance, seduction,

We're trying to create an experience that is a creative to the brand and significantly elevate Starbucks, which is fighting ubiquity all the time, every day. And so, We created this 30,000 square foot space in Seattle, which we opened seven years ago, which is the most dynamic, entertaining vehicle of theater, romance, seduction,

and we open it to rave reviews, and we're manufacturing, like Willy Wonka did, we're manufacturing and roasting coffee in the space. Which makes the smell of the, it's just amazing.

and we open it to rave reviews, and we're manufacturing, like Willy Wonka did, we're manufacturing and roasting coffee in the space. Which makes the smell of the, it's just amazing.

So we open it up, and then over time, we start opening a couple more.

So we open it up, and then over time, we start opening a couple more.

got approval from the chinese government to manufacture in the center of shanghai we open up a forty thousand square foot in shanghai we open up an incredible space in tokyo we open up in the old crate and barrel space in north michigan avenue in chicago we open up in the meat packing business in new york but the shrine has to be milan this is the way to go back and this is the way we open on italy now our partner in italy

got approval from the chinese government to manufacture in the center of shanghai we open up a forty thousand square foot in shanghai we open up an incredible space in tokyo we open up in the old crate and barrel space in north michigan avenue in chicago we open up in the meat packing business in new york but the shrine has to be milan this is the way to go back and this is the way we open on italy now our partner in italy

is the precossi family fantastic people who are in the real estate business and they are showing me i'm going back and forth to milan like all the time because they've got real estate i got to see it i got to touch it i can smell it i keep going back and back and back no not the right site not the right site and i'm standing on the corner of of carduzzo square and i look at this space and i say what about that

is the precossi family fantastic people who are in the real estate business and they are showing me i'm going back and forth to milan like all the time because they've got real estate i got to see it i got to touch it i can smell it i keep going back and back and back no not the right site not the right site and i'm standing on the corner of of carduzzo square and i look at this space and i say what about that

And he says, that's the post office. You can't get the post. I said, well, it's empty. It's empty. You can't get it. So I said, can I meet the landlord? He said, Howard, it's the government. I said, well, who's responsible for it? So they arrange a meeting for me and I meet the broker who's involved in this, but it's empty space.

And he says, that's the post office. You can't get the post. I said, well, it's empty. It's empty. You can't get it. So I said, can I meet the landlord? He said, Howard, it's the government. I said, well, who's responsible for it? So they arrange a meeting for me and I meet the broker who's involved in this, but it's empty space.

And I find out the story is that these government buildings during the financial crisis were sold to private equity. So I said, who's the landlord? I'm not, I can't tell you.

And I find out the story is that these government buildings during the financial crisis were sold to private equity. So I said, who's the landlord? I'm not, I can't tell you.